Advertising is one of the most successful techniques in social media nowadays, but its success depends on one thing: targeting. Social media advertising basically allows you to directly target the audience that is right for your business. With this technique, you can target brand new customers or returning ones.

According to Customer Insight, “Social media advertising is the practice of online advertising on social networking channels. It is similar to paid search, with the exception that advertisers, not users, take the initiative – advertisers must “search” for users, rather than the other way around.”

Using the right targeting is helpful both for customers and for brands. If you haven’t heard about targeting before it is a marketing strategy that breaks a large market into smaller segments to concentrate on a specific group of customers within that audience. It defines a segment of customers based on their unique characteristics and focuses solely on serving them.

Your target can be demographic, psychographic, behavioral, and geographic. Those types of targeting allow you to focus on a specific audience. 

Also, when you are creating your ad, you can choose between different types of campaigns. We find these to be the most effective ones:

  • Awareness: Build brand awareness or increase reach.
  • Consideration: Send traffic to your website, increase engagement, encourage app installs or video views, generate leads, or encourage people to communicate with you on Facebook Messenger.
  • Conversion: Increase purchases or leads via your site or app, make data, or drive foot traffic to offline stores.

With the right targeting and the correct objective, you will be speaking to a defined audience, find high-quality leads, and improve your products and services. Advertising can bring many benefits to your business, but it all depends on how well your targeting is done.


This week we discussed with Supersonic, a Brighton-based Brand, Marketing, Digital & Social Strategist and he gave us one of his ads tip: “Use the nudge theory where you hit someone up 8 times to sell them the same product but tempt them with 8 different creatives. Nike is very good at this for example.

They persistently keep on you depending on behavior to gently nudge you through the funnel. As a marketer, I respect this approach so much and usually give them the sale as a reward because it is 10/10 for effort”

Basically, the nudge theory is a sales funnel where you keep your audience interested in your product or services while you give them different reasons to buy your product.

Bob Cargill from TheBobCargill also gave us his advice: “The most successful social media marketing programs will likely include a combination of both organic and paid content. You want to be conspicuous in your presence on social media day in and day out, sharing timely, relevant content with your audience on a regular basis. But that strategy alone is only going to get you so far. Unfortunately, given how social media algorithms work, only a small percentage of your followers and fans are going to see your posts unless you pay to promote them. To reach a critical mass of both customers and prospects, you need to put a budget behind the content that is most likely to drive traffic, leads, conversions, and sales for you. You need to advertise.”

Dr. Rissy’s Writing and Marketing has a team of experts in social media ads. We can definitely help you reach the right audience for you and your business. Let us work with you and get ready to see incredible results.